The posting
About GoTyme
GoTyme is a joint venture between the Gokongwei Group, one of the biggest conglomerates in the Philippines, and the Singapore-headquartered digital banking group Tyme. This venture combines the trusted Gokongwei brand, customer base, and distribution ecosystem with Tyme’s globally proven digital banking technology and hands-on experience building South Africa’s leading digital bank, TymeBank, one of the fastest-growing digital banks in the world today.
At GoTyme, we have embarked on a journey to democratize financial services and bring next-level banking to the Philippines. We seek individuals who share our belief that the game is worth changing, to join our growing team of GoTymers as we build, launch, and scale a bank that empowers all Filipinos to navigate a path to financial freedom.
About the role
Lead the planning, execution, and optimization of performance marketing strategies for assigned customer segments and products. The role is accountable for translating business and product objectives into scalable media strategies, ensuring campaigns deliver against acquisition, activation, engagement, and/or conversion goals.
The Performance Marketing Lead will manage performance marketing specialists and work closely with internal (Segment, Product, Brand, Creative, Data & Analytics, CLM, etc.), and external media and technology partners.
1. Segment & Product Media Strategy
- Own the performance marketing strategy for assigned segments, products, and growth initiatives, translating commercial objectives into clear media strategies and campaign plans.
- Develop the appropriate audience, channel, funnel, budget, and measurement strategy based on the role paid media needs to play for each initiative.
- Recommend the right combination of paid social, search, programmatic, display/video, and other relevant digital channels based on campaign objectives.
- Identify where paid media can meaningfully contribute across the customer journey—from acquisition and activation to product adoption and engagement.
- Partner with Segment and Product teams to challenge briefs where necessary and ensure media investment is supported by a clear business objective and measurable outcome.
2. Campaign Leadership & Optimization
- Oversee end-to-end campaign delivery across assigned initiatives, from planning and setup through launch, optimization, reporting, and post-campaign evaluation.
- Guide the team on campaign architecture, targeting, bidding, optimization events, audience signals, creative requirements, and budget allocation.
- Ensure campaigns are actively optimized against both media efficiency and downstream business/customer quality, rather than relying solely on platform-level metrics.
- Identify scaling opportunities, diminishing returns, performance risks, and opportunities to reallocate investment across channels or campaigns.
- Establish structured experimentation across audiences, creatives, objectives, signals, bidding strategies, and media mix.
- Maintain strong campaign governance, including budget pacing, implementation of QA, tracking, documentation, and issue of escalation.
3. Programmatic & Media Capability
- Provide strategic oversight for programmatic media campaigns, including audience strategy, inventory/channel selection, campaign structure, measurement, optimization, and agency/platform management.
- Demonstrate working knowledge of the programmatic ecosystem, including DSPs, audience/data strategies, inventory buying, brand safety, frequency management, attribution, and measurement.
- Evaluate when programmatic is appropriate versus direct platform buying based on campaign objectives, audience requirements, scale, and economics.
- Work effectively with agencies, trading teams, publishers, and technology partners supporting programmatic execution.
4. Performance Analysis & Cross-functional Leadership
- Own performance reviews for assigned segments/products and translate campaign data into clear business recommendations and actions.
- Look beyond platform reporting to understand how media contributes to customer acquisition, activation, product usage, engagement, and other relevant downstream outcomes.
- Partner with Data & Analytics teams to define measurement requirements, dashboards, audience signals, attribution approaches, and experimentation frameworks.
- Work closely with Creative and requesting teams to ensure sufficient creative volume and variety, proactively identifying when creative refreshes or new formats are required.
- Communicate campaign performance, risks, learnings, and recommendations clearly to senior stakeholders.
- Build reusable learnings across campaigns so insights from one segment/product improve future media planning.
5. People & Capability Management
- Lead and develop a team of performance marketing specialist/s responsible for campaign execution and optimization.
- Set clear priorities, ownership, performance expectations, and development goals for direct reports.
- Provide strategic direction while allowing team members to independently manage day-to-day campaign execution.
- Review campaign strategies and optimization recommendations, providing coaching rather than becoming the default campaign operator.
- Build stronger media buying, analytical, experimentation, and commercial capabilities across the team.
- Manage workload and campaign prioritization across multiple concurrent product and segment requests.
Requirements
Must Haves
- Bachelor’s degree in Marketing, Advertising, Business, Communications, Economics, or a related field.
- 5–8 years of relevant experience in performance marketing, digital media, growth marketing, media buying, or a related field.
- At least 2 years of people management experience, including coaching and developing direct reports.
- Advanced knowledge of digital marketing, performance media, customer acquisition, full-funnel marketing, and digital media planning and buying.
- Proven experience developing and managing performance marketing strategies across multiple digital channels, particularly Meta Ads and Google Ads/App Campaigns. Experience with TikTok Ads, Apple Ads, or comparable platforms is an advantage.
- Working experience or strong exposure to programmatic advertising, including campaign planning, DSPs, audience targeting, inventory and bidding, frequency management, brand safety, measurement, and optimization.
- Experience managing multiple campaigns and significant media budgets across different products, customer segments, and business objectives.
- Strong understanding of media budgeting, forecasting, pacing, optimization, and channel allocation.
- Strong knowledge of campaign measurement and performance metrics, including CAC/CPA, conversion rates, ROAS, funnel performance, attribution, and customer-quality indicators.
- Familiarity with attribution and analytics tools such as Google Analytics, AppsFlyer, Adjust, Looker Studio, Tableau, Power BI, or Databricks.
- Ability to interpret data from analytics platforms, mobile measurement partners, dashboards, and advertising platforms to guide budget allocation, optimization, experimentation, and broader growth decisions.
- Understanding of audience strategy, first-party data activation, conversion signals, pixels, server-side integrations, and attribution.
- Experience collaborating with Product, Segment/Business, Creative, Brand, CRM, Data & Analytics, and external agencies or media partners.
- Strong presentation and communication skills, with the ability to translate technical media performance into clear business implications and actionable recommendations.
- Strong project management skills, with the ability to manage multiple campaigns, stakeholders, deadlines, and team members simultaneously.
- Experience in banking, fintech, e-commerce, telecommunications, technology, or another digitally driven industry is an advantage.
